Which element of advertising involves “the structure itself and the plan behind the
structure”?
a. layout
b. design
c. copy
d. illustration
How might the establishment of a marketing database create problems between a
company and its advertising agency?
a. by implying that the ad agency is unable to gather and track reliable information
b. by using funds that would have supported traditional ad agency campaigns
c. by purchasing mailing lists from competing promotional agencies
d. by forcing the ad agency to use the data the company has on its own mailing lists
When advertisers consider running ads in American Life magazine, they have the option
of buying geographic and demographic editions as well as the national edition. For
instance, they can choose from editions targeted at professionals and managers,
homeowners, working women, and people aged 50 and older. In addition, they are
offered editions for 8 geographical regions and for the top 20 metropolitan areas.
American Life also offers multiple-page discounts for advertisers buying four or more
consecutive pages in any one edition, as well as other volume discounts.The basic rate
to reach 2,847,600 readers in its national edition with a full-page, four-color
advertisement is $91,300. The basic rate to reach the same 2,847,600 nationwide
readers with a single-column, black-and-white ad is $31,300.
The brothers who own the oak furniture company also want to understand more about
consumer exposure to the ad. Which element should the media planner share with
them-one that identifies the number of people or households in a target audience that
will be exposed to a media vehicle or schedule at least one time during a given period
of time?
a. reach
b. media
c. production
d. frequency
Advertising is a major business in the United States. One indication of this is the fact
that
a. the United States spends more than $300 billion a year on advertising.
b. advertising in the United States is subject to the fewest government restrictions of
any country in the world.
c. advertising agencies do not have to actively compete to get business.
d. only agencies in the United States are financially capable of offering a complete
range of advertising services.
In the summer of 2010, oil giant BP runs TV commercials showing its employees
talking about their part in cleaning up the Gulf oil spill and getting coastal towns back
on their feet. This is an example of
a. viral advertising.
b. corporate image advertising.
c. cause-related advertising.
d. advocacy advertising.
Though they come with significant drawbacks, ____ offer magazine publishers the
chance for subscription increase and a dynamic environment to attract advertisers.
a. preprinted inserts
b. double-page spreads
c. tablet readers
d. pay-for-inquiry models
A media buyer is glancing through the latest edition of the industry trade publication,
Advertising Age, and notices an ad targeted at media buyers. The ad encourages the
purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls. It
invites media buyers to contact the sales department at the teen-oriented magazine for
more information. She considers this, as she has a cosmetics manufacturer as a client
who may benefit from this type of ad placement.
The media planner explains that this teen-oriented magazine will have one big
advantage that magazines have over other print media as well as broadcast media. It
will offer this client
a. an opportunity for high frequency.
b. a high degree of audience selectivity.
c. the lowest cost per contact of all major media.
d. reduced clutter.
The CEO of a software manufacturer that sells to large insurance firms wants to look at
all possible forms of business-market promotions in a new push to gain and maintain
lucrative customers. He meets with his marketing director and they review the five
main areas of promotion techniques aimed at business buyers. They are
a. trade shows, business gifts, premiums and advertising specialties, trial offers, and
frequency programs.
b. incentives, allowances, training programs, cooperative advertising, and sampling.
c. merchandise allowances, cash allowances, trade shows, training programs, and
incentives.
d. premiums and advertising specialties, frequency programs, incentives, allowances,
and cooperative advertising.
A woman decides to prepare a tuna casserole for dinner. At the grocery store, she looks
for Chicken of the Sea tuna and a box of Kraft macaroni and cheese. At first, she can’t
find the Chicken of the Sea brand, only competitive brands. She begins to think she’ll
make something else for dinner. Then she does see it on a higher shelf. She chooses the
Chicken of the Sea tuna because she thinks it’s tastier than other brands, that the
company uses nets that won’t harm dolphins, and she likes the talking tuna they use in
their commercials. Plus, it’s the kind her mother always buys. She chooses Kraft
macaroni and cheese, but really couldn’t tell you why. Interestingly enough, she has not
purchased any other brands of tuna or macaroni and cheese over the past few years.At
first, the woman can’t find the Chicken of the Sea tuna. All she can find are competitive
brands. Her first thought is to change the dinner menu. Which of the following is
probably true regarding her purchasing behavior regarding this product?
a. It always causes her to go through an extended problem-solving mode.
b. She shows brand loyalty toward it.
c. It is a habit with her.
d. She uses a limited problem-solving mode for it.
Comparison ads are almost never used by ____, but are almost always generated by
____.
a. agency creative departments; corporate marketing departments
b. established market leaders; the underdog brand
c. advertisers seeking recall; advertisers seeking image
d. advertisers of new products; advertisers of traditional products
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new
company slogan in 2010. The slogan read, “Drive a Toyota. You’ll never stop.” The
company hopes the new slogan can once again instill confidence into a number of
consumers who grew weary of the brand after a number of massive recalls in recent
years. The company chose to go with the slogan after turning down a number of others,
including, “Toyota Puts the Pedal to the Metal. And keeps it there,” and “Toyota. The
Last Car You’ll Ever Drive.” The new slogan will be featured in all of the company’s
future advertisements.(Andy Borowitz, “Toyota Unveils New Slogan: €Drive a Toyota.
You’ll Never Stop’.” The Huffington Post, February 6, 2010.)
A slogan can be an integral part of a brand’s image and personality, but it can serve
other purposes as well. One of these other purposes can be
a. develops the idea presented in the headline.
b. entices the audience to look at the visual.
c. provides continuity to an entire campaign.
d. closes the sale.
Newspapers have been especially hard hit by the growth of digital media, and television
is now feeling the pinch as well.
Despite their widespread use and their repetitive exposures during games, brand
placements in video games do not affect purchase intent as much as placement in
traditional media does.
The ad for the Xootr adult motorized scooter is an example of choosing only one
positioning strategy-user positioning-to simplify the message.
What are the two major types of media used by businesses and other organizations to
communicate with consumers on the Internet? Summarize the ways that product
information is conveyed through each online medium.
The future of magazine advertising will be influenced not only by new digital and
mobile media formats, but also by big advertisers creating their own media companies
that will in turn create their ownmedia formats.
If a doctor on Grey’s Anatomy ordered a prescription drug as well as Tylenol for a
patient, a sense of authenticity would be demonstrated regarding this product
placement.